Changes in Lifestyle Advertising During and After COVID-19 Pandemic Period

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dc.contributor.authorKrom, İpek
dc.contributor.authorTam, Mehmet Sinan
dc.date.accessioned2025-03-26T15:54:37Z
dc.date.available2025-03-26T15:54:37Z
dc.date.issued2022
dc.departmentİstanbul Esenyurt Üniversitesi
dc.description.abstractLifestyle allows marketers to access detailed personal information about consumers, presents images they can identify with through brands, and appeals to consumers by presenting similar or different lifestyles. The study presents conceptual information on lifestyle marketing and advertising through a literature review and content analysis for lifestyle advertisements during the pandemic and post-pandemic periods. This research aimed to examine the changing lifestyle advertising understanding during and after the Covid-19 pandemic period using the content analysis method. It is concluded in the research that advertisements during the pandemic period revealed lifestyles that offer values and role models for consumers to put into practice, as stated in the social learning theory. On the other hand, during the post-pandemic period, the dynamics have changed commercially, with advertisers concentrating on messages imposing that the pandemic was overcome. In the advertisements of the pandemic period, lifestyles such as e-socialization, family relations, working from home, e-consumption, and messages such as hope, spiritual belief, and healthy life were conveyed to consumers. In the post-pandemic period, the lifestyles proposed in the advertisements comprise family relations, fashion, working from home, loneliness, e-socialization, e-consumption, leisure activities, and digitalizing. In addition, the messages given include success, hope, nostalgia, and beliefs.
dc.identifier.doi10.16878/gsuilet1167777
dc.identifier.endpage212
dc.identifier.issn1305-2411
dc.identifier.issn2548-124X
dc.identifier.issue37
dc.identifier.startpage187
dc.identifier.trdizinid1171656
dc.identifier.urihttps://doi.org/10.16878/gsuilet1167777
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1171656
dc.identifier.urihttps://hdl.handle.net/20.500.14704/638
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofİleti-ş-im
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR_20250326
dc.subjectİletişim
dc.subjectFilm
dc.subjectRadyo
dc.subjectTelevizyon
dc.subjectSiyasi Bilimler
dc.titleChanges in Lifestyle Advertising During and After COVID-19 Pandemic Period
dc.typeArticle

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